FACTORS AFFECTING CUSTOMERS' INTENTIONS TO USE PROMOTIONAL CODES ON ONLINE TRAVEL BOOKING PLATFORM

• Main Author: Wibisono, Herdy
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78567
• Institution: Institut Teknologi Bandung

In this digital era, many kind of products include travel necessities for the tourism industry can almost always be purchased online. Major evolutionary trends in online booking platforms have been brought on by changes in consumer preferences and technological advancements. The decision to purchase online travel products is influenced by a variety of factors, one of them is utilization of promotional codes that can be used by the customer to get a reduction in price when they book with the code give. However, this research aim to identify factors influencing customers’ intentions to use promotional codes on online travel booking platform. This research is using Perceived Ease Of Use, Behaviour Control, Social Influence and Behaviour Enjoyment and Customers’ Satisfaction to measure the customers’ Intentions to Use. To measure it, this research employed quantitative approach using online survey with a total of 210 respondents and the data was analyzed using PLS-SEM. The findings indicate that Perceived Ease of Use, Perceived Behaviour Enjoyment and Customers’ Satisfaction has a significant positive influence on Intention to Reuse. However, Perceived Behaviour Control and Social Influence do not show a significant impact. This findings contributed to how marketers develop more successful strategies for using promotional codes and might involve suggestions for message framing, segmentation, and personalization to appeal to consumers.